Gangnam Style analysis: was it art, luck or skill?

Gangnam Style analysis: was it art, luck or skill?

In 2012 a Korean singer unknown to English speaking country posted a video that took YouTube by storm and quickly became the first to reach 1 billion views forcing YouTube to add a digit to its view counter. The online video world has evolved fast since then. Today many videos have reached above 1 billion views and Gangnam Style counts over 2.8 billion and has finally been overtaken in July 2017..
In this Gangnam Style analysis we look back at what made the pop video such a YouTube phenomenon.

Gangnam style analysis

In this Gangnam Style Analysis I explain its viral success by reviewing what made the video uniquely shareable and enjoyable to watch across borders. Of course not everything can be explained when it comes to viral but I think Gangnam and Psy deserve more credit than they are credited for.

Most viewed videos on YouTube as of July 2017

1. Wiz Khalifa – See You Again ft. Charlie Puth [Official Video] Furious 7 Soundtrack

2. Gangnam Style – Psy

3. Luis Fonsi – Despacito ft. Daddy Yankee

I think that looking at the other two billboard toppers, it is hard to argue they have something exceptionally creative from a video point of view. On the other hand Gangnam Style clearly stands out today like it was in 2012.

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A video strategy in 80 seconds

Who needs a video strategy?

At Orama, the conversation about a brand’s video strategy often begins with this question that we have been asked by many marketers:

“Should we use YouTube or Vimeo?”

The answer is of course “It depends” and there are other platforms to consider. Your content should be adapted to the platform or social media where it is posted, so your video strategy could benefit with starting with that technical element rather than leaving it as an afterthought. The alternative is much wider than Youtube or Vimeo and the destination where the video will be hosted should be part of your brief. Since different video or social platforms have specific features you should consider more than one.

Rule of thumb for a video strategy in 2016: a multi-platform approach

Since all social media have now embraced native video, a simple rule is to try to post video natively (i.e. to upload directly on the social media of your choice). You should consider a multi-platform strategy using the full spectrum of opportunities offered by social video. awareness appreciation action in video strategy

Where and what you post depends greatly on the impact you want to have. By using the simplified IAB framework of Awareness, Appreciation / Advocacy, Action you can fit each platform to a given objective.

A video strategy in 80 seconds

For a head start with your video strategy watch the video below:

About this video:

  • We posted this on Wistia because it is a technical subject that may lead to Action for people who are already interested in our services 
  • We created it with a budget of $20 using the free version of Powtoon and Fiverr for the voice-over
  • It took about 3 hours to make once we had a script

More on video strategy

If you are taking your video content seriously and would like us to help check our consulting and video marketing services. We also have a free YouTube audit that you can use to check your channel is working properly.